The real estate market involves complex decisions where the listing price of a property plays an important role in both the outcome of the bidding process and how long it takes to sell. Because of this it is relevant to explore who has the most influence over the listing price, the seller with their personal expectations or the real estate agent with their market knowledge and experience. There are several important factors to consider when looking at who influences the listing price the most during a property sale. The purpose of this study is to examine how this influence is shared between sellers and agents and to analyze how the pricing process is shaped by their interaction, their personality traits due to the theory of big five and the current market conditions. 

The study uses a hybrid method combining qualitative interviews with nine real estate agents from Nässjö, Helsingborg and Malmö with a quantitative survey aimed at sellers in the same cities. The interviews revealed different strategies and adjustments depending on personality types and location while the survey offered broader insights into how sellers experience the pricing process and the results reveal that both agents and sellers influence the listing price. In smaller towns sellers tend to set higher prices while agents in larger cities are more likely to rely on market data. The sellers personality clearly affects how the pricing discussion develops for instance people who score high in extraversion often want a higher listing price while those high in conscientiousness are more likely to trust the agents recomendation. The study concludes that successful pricing requires both sales statistics and an understanding of individual psychology.